Partnering for growth in the beauty sector

Paula’s Choice is a leading direct-to-consumer (DTC) skincare brand headquartered in the United States, with a global ecommerce presence. Renowned for its science-backed products, Paula’s Choice is distributed through various DTC channels and exclusive prestige retailers across North America, Europe, and Asia. Within Europe, its key markets include Germany, the Netherlands, the UK, France, and Spain. Notably, the beauty brand was acquired by Unilever in 2021.

Founded by Paula Begoun in 1995, Paula’s Choice has garnered acclaim for its pioneering innovation, straightforward scientific approach, and commitment to cruelty-free products. Renowned for its high-performing ingredients, the brand provides accessible, jargon-free information to consumers through powerful digital tools. These include an extensive Ingredient Dictionary deciphering the research behind nearly 4,000 ingredients, and Expert Advice, an online hub offering curated skincare and ingredient knowledge.

Paula’s Choice and Radial Europe established a partnership to distribute beauty products in Germany and Austria. Previously, Paula’s Choice had partnered with Radial in the USA.

The European strategy plan emphasizes increasing volumes, selectively onboarding new SKUs, enhancing the customer experience, and positioning Paula’s Choice for future growth and success.

Paula’s Choice sought a partnership with an experienced and trusted regional player capable of meeting both its current and future business requirements. Late cutoff times and next-day delivery were deemed essential to sustain growth and ensure seamless operations in Germany and Austria.

Radial collaborates with leading D2C e-commerce brands, specializing particularly in the health & beauty sector. In 2022 Radial kitted and fulfilled 9 million orders in Europe.

Radial provides Paula’s Choice with the EU operation based at a site located in Halle, East Germany, to support their fastest-growing markets and commit the necessary capacity. By deploying a robust solution that Paula’s Choice can rely on, Radial drives its forward growth and helps achieve long-term goals. Radial is committed to driving down CPU (cost per unit) through automation, simplified processes and further investment in the infrastructure.

The fast pace of the cosmetics and skin care industry creates a number of fulfillment challenges, like significant fluctuations in consumer demand and high rate of returns. Successful management of the industry’s logistics requires specialist knowledge in a variety of fields and keeping abreast of market trends.